Straight Talk: Rethink Clean New!

Categories: Innovations, Trends & Technology, ISSA, Straight Talk!

By Jeff Cross | November 9, 2022 << Back to Articles Straight Talk: Rethink Clean

Did it really take Howie Mandel to help convince the world of the need to clean? Maybe, especially if you consider the millions of views of the Howie Clean It video series.

Let’s face it. Cleaning—to some—can be a boring topic, a necessary chore that some do more than others. Yet those of us in this industry know the true importance of cleaning and the positive impact it has on better health.

So ISSA put together the proverbial think-tank of experts, and came up with a solution. Enter Howie Mandel.

Mandel is an actor, not a cleaning professional. That’s true. But he is a dedicated, fierce advocate of clean surfaces, whether those surfaces are your skin, the countertop, or TV remote control. He’s a self-proclaimed germophobe. He wants to stay as clean as possible. In fact, in one episode of the Howie Clean It series, he admits, “I’d like to be a professional cleaner. I really would.” Did he mean it? He seems like an honest guy. Like Howie, we often think we need to do it ourselves if we want it done right. I could see Howie as a building service contractor or a custodian in a school, working overtime to get rid of all icky germs. All of them, telling jokes as he goes, of course.

Seriously, though, Howie joined ISSA on a mission. It’s called Rethink What Clean Means, three episodes partnering Howie with Dr. Gavin Macgregor-Skinner, the senior director of the Global Biorisk Advisory Council™ (GBAC), a division of ISSA. This industry video series is the best at explaining the need to clean, while simultaneously giving you a laugh.

And people are watching. Howie has helped “clean” go viral, and in a good way. You can watch the Straight Talk! recording at and hear from Jon Adkins, a senior vice president at ISSA, as he discusses how and why the association developed this program. Although the episodes are humorous, they are also serious, in that the goal of ISSA is to drive awareness of cleaning and help ISSA members by providing this content, along with a member toolkit, to use the Rethink Clean assets.

Are you ready to change the way the world views cleaning? Howie is, and now we have some powerful tools to do it. All ISSA members are invited to use the Rethink Clean program. Visit and download your member toolkit when you log in to

PLUS: Tune into the below Straight Talk! video to hear from ISSA Senior Vice President Jon Adkins on how the Rethink Clean campaign was born and the impact it will have on ISSA members. 

About the Author.

Jeff Cross is the ISSA Media Director. He can be reached at [email protected].